Tyee earlier this year launched a series called "CoolStuff from the Cosmos," selling science fiction merchandise. The series also has a Web component on the Sci-Fi Channel's site, from which Tyee has tracked up to 10% of total sales.

"We can't make projections on how much our 800.com site may sell because commerce on the Internet is just beginning to take off," said Ms. Yoshioka. "However, the commercial site fits into our long-term strategy to offer on-demand infomercials online and provide immediate opportunities for commercial transactions."